The Toyota GR Corolla’s ridiculous markup starts at 50% more than MSRP | Jobs Reply

We knew the GR Corolla would be a markup target but didn’t realize it would be this bad

by Stephen River

November 27, 2022 at 13:28

    The Toyota GR Corolla's ridiculous markup starts at 50% more than MSRP

by Stephen River

The 2023 Toyota GR Corolla is a remarkable car in many ways. All in all, it’s a properly fast, fun and functional hot hatch. After all, it has a starting MSRP of just $36,995, but if a dealer gets their way, it will rip Toyota customers off $60,223 for a car that, with the same options, would normally cost you $38,843, or $39,938 with delivery and handling. That’s a 50.8% markup ladies and gentlemen.

The GR Corolla blew our minds back in September when we had the chance to race it around the Utah Motorsports campus. Under the hood lurks a three-cylinder engine with 300 hp (223 kW) and 272 lb-ft (370 Nm) of torque on tap. Power is channeled to all four wheels through a six-speed manual transmission and 70 percent of it is sent to the rear.

Sadly, Toyota is only building 6,600 for the US. Low production numbers combined with a strong performance package make for a highly sought-after automobile. Now, at least one dealer is hoping it can sell its GR Corolla for just $60,223, according to a Facebook post.

MORE: Another dealer defies Ford, adds 94 percent markup on $154,005 Bronco Raptor

Photo credit to Facebook

First seen on the Hyundai Elantra N Owners Group of North America page, user Will Peterson posted a single photo. In it, we see what appears to be a final “dealer price” of $60,223. The dealer in question is 355 Toyota of Rockville, MD. It is part of the larger Darkers Automotive Group.

When we called to confirm the price we were put on hold multiple times to no avail. We also reached out via email hoping to confirm that the price shown on Facebook is actually what the dealer is asking for the car. Perhaps the most surprising thing about all of this is that we’re talking about the base GR Corolla.

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Driven: The 2023 Toyota GR Corolla is the new king of hot hatches

If it’s the GR Corolla circuit with the carbon fiber roof, upgraded brakes and other performance bits, it might be a little easier on the stomach. If it’s the ultra-rare Morijo version that has an MSRP of $49,900 we might actually be surprised at the dealer’s restraint.

Sadly, this is not the case. Studies have repeatedly drawn a clear link that markups are not only bad for the consumer but also for the brand in question. Here’s hoping Toyota follows the lead of other automakers and steps in to stop these greedy practices.

Here’s how much a 2023 GR Corolla Core with the same options would cost you at MSRP, including delivery and handling.

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